Football-related toy sales are surging across the 12 global toy markets tracked by Circana.

Global football-related toy sales climbed by 160% in dollar value this year through April, now accounting for 9% of total sports-related toy sales – up from 4% during the same period last year.

While trading card games remain the largest category at 44%, others are gaining share including building sets (25% share), collectible figures (12% share) and plush. For comparison, during the previous FIFA World Cup in 2022, over 80% of global football-related toy sales were driven by trading card games.

World football ranked as the third fastest-growing toy property globally for April, trailing only Pokémon and Super Mario. Monthly sales for world football reached $45 million as new products hit shelves.

“Unlike prior tournaments, we’re seeing a wider ecosystem of soccer-inspired products gaining traction and reflecting deeper engagement across age groups and product types,” said Frédérique Tutt, Global Toys Industry Advisor at Circana.

“This diversification reflects broader opportunity for licensors, retailers, and manufacturers to capture fan spending beyond traditional formats.”

In April, the FIFA World Cup 2026 Ballers Mystery Capsule toy from Zuru ranked as the second-best-selling action figure collectible in the US for the month, while the LEGO Editions FIFA World Cup Official Trophy set took the top spot in building sets, based on dollar sales.

Mexico is already experiencing a full-fledged surge in demand. Trading card sales in April surpassed those in the US for the same month. The launch of Panini’s FIFA World Cup 2026 Official Sticker Collection set had an immediate impact: within its first week, it became the number-one selling toy, year-to-date, based on units sold in Mexico.

In the United Kingdom, football merchandise is also gaining prominence. For the week ending May 16th, seven of the top 10 selling toys carried the FIFA license.

“As football continues to globalise, so does the commercial opportunity around it,” said Tutt.

“These early results underscore the power of football-related toys and collectibles as both a cultural and retail phenomenon. With momentum already building – from triple-digit growth globally to early demand surges in key markets – we’re seeing a broader, more diverse product landscape take shape. As new fans enter the category and spending expands beyond trading cards into building sets, figures, and plush, the upcoming tournament is shaping up to be not just a sporting event, but a major catalyst for the global toy market this summer.”

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Circana has released the toy sales performance figures for the first half of the year across 12 global markets (the G12), including Australia, Belgium, Brazil, Canada, France, Germany, Italy, Mexico, Netherlands, Spain, United Kingdom and the UK.

Across the G12, dollar sales increased by 7% from January through June 2025 to $27.5 billion, versus the same period in 2024. Units sold grew by 4%, while average selling price rose by 3%, according to Circana’s Retail Tracking Service.

“I have been following the toy market for many years and cannot recall the last time all countries Circana tracks were growing at the same time,” said Frédérique Tutt, Global Toys Industry advisor at Circana.

“The surge in sales can largely be attributed to consumers aged over 12-years-old, who have shown unprecedented growth and are consistently outperforming traditional kids’ trends. Products such as building sets, trading cards, games, plush toys, and collectibles are seeing increased demand from both teens and adults.”

So far this year, seven of the 11 toys supercategories tracked by Circana experienced year-over-year sales increases within the G12.

Games and puzzles grew the fastest, up 36%, followed by explorative and other toys up 13%, while building sets enjoyed growth of 12%. The top five gaining segments in the toy market include strategic trading card games, standard building sets, non-strategic trading card games, action figure collectibles, and action figures. Collectibles are a driving force for the toy market, with first half sales up 35% globally.

Licensed toy sales grew by 17% globally and now account for 35% of all global toy sales. Pokémon remains the top property for the fourth consecutive year, with sales doubling compared to last year. Other leading properties include the NFL, Marvel, Hot Wheels and Star Wars.

“The toy market is in healthy shape, with solid demand for toys and games; however, as an industry we must remain vigilant of the uncertainties surrounding US tariffs and their impact on pricing and supply chains,” added Tutt.

“As the second half of the year accounts for over 60% of annual toy sales, the industry has reason to be optimistic about continued growth, but must also remain cautious and strategic as the holiday season draws near.”

For the UK, the toy market was up 8% in value for YTD JUne 2025, with eight of 11 supercategories growing. The fastest growth was in games and puzzles – up 34% and driven by Pokémon cards. Building sets were up 14%, action figures grew 19% while collectibles were up 23%.

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European shoppers are splashing out on joy, turning to toys for comfort amid a backdrop of war, climate anxiety and economic pressures – according to Circana’s latest report, Eat Play Love.

The report states that consumers across Europe are prioritising purchases that give them more control over their lives and offer “mini moments of bliss” – a shift towards self-soothing consumption.

Toys for adults and teenagers aged 12+ now make up 31% of all European toy sales – double their share 10 years ago. The 12+ market for toys is now worth €4.6bn, up from €3.6bn five years ago. If growth continues apace, by 2034 nearly 40% of all toys sold in Europe will be toys for teens and adults.

“Nostalgia and the ‘joy economy’ are drawing consumers towards new forms of indulgence that provide escape and ‘mini moments’ of bliss, including multistep beauty rituals, immersive dining experiences and playful childhood treats,” said Frédérique Tutt, Global Toys Industry Advisor, Circana.

Circana’s report also highlights the rise of second-hand toys. While toy sales are down overall, second-hand buying is on the rise with 51% of European consumers saying they bought ‘pre-loved’ toys last year. It also reveals that marketplaces like Temu and Shein are booming. 32% of European consumers (39% in the UK) say they bought a toy from a Chinese marketplace at least once during the second half of 2024. For 18 to 34 year olds, it’s 58% (65% in the UK).

The report also highlights that many European consumers are turning to Asian toy trends. Asian brands represent €1 out of €20 spent on toys in the EU (£1 out of every £20 in the UK).

“Long-held ideas about value and necessity are being rewritten as consumers reassess how they eat, play and look after themselves and their loved ones,” said Anne Haine, European Head of Consumer Packaged Goods at Circana.

“Brands that win in 2025 are those that understand this new consumer mindset – practical yet emotional, cautious yet indulgent.”

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Licensed toys continue to outperform the overall toy market in 2024, according to new data published by Circana.

Growing by 2.4%, licensed toy sales in Europe (EU5: France, Germany, Italy, Spain and the UK) bucked an industry decline of 3.1% during the first seven months of this year.

Licenses now represent 28.8% of total toy sales in EU5 with licensing gaining share in every country. Top gaining licenses in Europe this year are UEFA National – European Cup, Lilo & Stitch and Mercedes Benz.

Sports licenses, with 2.2% of overall toy sales in Europe, are the main growth driver (+34%) this year. Toys derived from animé brands represent an even larger share, with 5.8% of total toy sales and also contributing to growth, up 8% year-on-year.

“The UK really embraces both characters and licenses,” said Melissa Symonds, UK Toys Director for Circana.

“Football, of course, is particularly strong here and with England’s men making it through to the final of the Euros, sales of related merchandise did really well despite the team falling short against Spain. In a year with fewer blockbusters, the toy industry was able to successfully pivot from big screen names to small screen legends and sports heroes.”

Frédérique Tutt, Global Industry Advisor for Toys at Circana, added: “Even if the box office drives the bulk of consumer product sales, licensing is more than just what’s on the big screen for the toy industry; it’s about collaborations with consumer brands, sports teams and motor vehicles, video games and music content, as well as shows from streaming platforms. It’s about building new franchises for new generations, but also nurturing fandom and nostalgia, particularly among older toy buyers.

“Most of the major franchises are fuelling this fandom among kids and adults who enjoy buying merchandise of their favourite characters. It’s a lucrative market with a healthy pipeline.”

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Circana has released the toy sales performance figures for the first half of the year across 12 global markets (G12), including Australia, Belgium, Brazil, Canada, France, Germany, Italy, Mexico, Netherlands, Spain, UK and the US.

Across the G12, dollar sales declined by 1% from January through June 2024, versus the same period in 2023, to $24.5 billion, while average selling price was on par with last year at $11.57, according to Circana’s Retail Tracking Service.

So far this year, four of the 11 toys super categories tracked by Circana experienced a year-over-year sales increase within the G12. Building sets continue as the main driver with 20% sales growth, followed by explorative and other toys up 5%, and plush and vehicles each growing by 1%.

Licensed toys accounted for 32% of the total toy market in the first half of the year – 5% higher than the same period in 2021 – and sales grew by 6% compared to 2023. Pokémon is still in first position among the top brands and licenses globally, followed by Squishmallows, Star Wars, Marvel and Hot Wheels.

The top five gaining properties so far this year include LEGO Icons, the NBA sports license, Miniverse from MGA Entertainment, Bluey and various Disney hits.

“After a difficult year in 2023, when inflation began taking a heavy toll on consumer spending, Circana is pleased to report that toy sales have stabilised in the first half of 2024, in terms of both value and units sold, as average prices hold steady with last year,” said Frédérique Tutt, global toys industry advisor at Circana.

“We continue to observe strong momentum with older consumers, especially adult fans and collectors who have re-discovered play and are very engaged with the category. As we move through the second half of the year and prepare for the holiday season, we expect to see more new products being launched that will deliver excitement for children and adults alike. The industry will continue to gain traction in product categories including building sets, plush, robotic interactive pets, and collectibles.”

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Teens and adults aged 12 years and older are fuelling growth in the European toy market, while sales to children under 12 years are in decline.

This is according to Circana’s State of the Toys Consumer: Teens & Adults report – an analysis of consumers, collectors and fans aged 12 and up in the five largest markets in Europe, France, Germany, Italy, Spain and the UK.

Valued at €4.5 billion in 2023, the toy market for teens and adults aged 12 years and up has grown by 2.5% since 2022 and now represents 28.5% of total toy sales. Adults have been the fastest growing age group in the toy market over the last two years with a 5.5% increase in sales, while adolescents (12 to 17 years) grew by 3.3%.

In contrast, sales for children have fallen significantly since 2021 with spend per child also declining. Children under 12 are still the biggest purchasers of toys, however, spending €295/head compared to adolescents (€89/head) and adults (€10/head).

Games & Puzzles are winning in terms of top toy categories, with Building Sets gaining ground thanks to LEGO, who dominate the category. LEGO is also the most popular manufacturer among consumers and collectors aged 12 and up.

Licensed toys reached another record high in 2023, according to the report, representing more than 27.8% of total toy sales in EU5. Big franchises like Star Wars, Marvel, DC and Pokémon are all fuelling the ‘fandom’ phenomenon.

“With a passion for board games, puzzles and collections, a heavy dose of fandom, and a touch of nostalgia, it seems that older kids and adults are redefining the toys market,” said Frédérique Tutt, Global Industry Advisor for Toys at Circana.

“Despite the increased cost of living, fans of toys and games know what they like and are prepared to spend money on it. To some extent this is down to consumer groups with deeper pockets who can afford to indulge their passions, but we’re now also seeing a rise in serious toy collectors, fans of pop culture and those who take gaming, puzzling and playing to another level.”

According to Circana’s report, almost half (47%) of all toy sales made to teens and adults aged 12 and up are online. Country by country analysis shows that in Germany and the UK, the online share is larger than in-store, while in-store remains strong in the French market.

Tutt continued: “For brands, license owners and retailers, there are real opportunities to grow the adults and teens market as a whole, and also increase their share within it, through diversification and by developing in-store shelf space and online ranges targeted at older consumers.”

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